Is the complexity of initiating a mobile campaign off putting to potential advertisers?

As successful and globally recognised as Mobile marketing is, there are still some people in the marketing world who have not yet adopted a Mobile marketing strategy. With many of the world’s biggest companies and corporations well and truly adapting to accommodate this new medium, one begins to ask why it is taking so long for others to follow suit. The success is unquestionable, as is the relatively low cost compared to advertising through other mediums, so are we left with the issue of complexity?

One of the common misconceptions of Mobile marketing is that it operates on new and unfamiliar principles to other marketing mediums. Whilst Mobile does offer a plethora of new features and avenues for marketing potential, it still abides by familiar marketing guidelines. Know your audience: how to engage with them, how they interact with your campaign, and staying relevant etc. However, one problem that plagues even the most successful of Mobile marketers is measuring the success of your campaign. Some time ago I explored the complexity of measuring a mobile marketing campaign and came across Bango a mobile analytics company that uses mobisite ‘landing pages’, ‘key decision points’ and ‘key goal pages’ which track an unique code to customers mobile devices. This tracks customer behaviour and gives real-time analysis on the success and efficiency of a campaign strategy. However, as I also discovered in this search, Bango is one of the very few companies offering such analysis, which may suggest that the methods they are using, though useful are not entirely accurate or comprehensive.

According to an article from mobilemarketingwatch.com, the issue for applying an accurate metrics system is “fragmentation of information.” Multiple platforms and a range of technologies, along with fragmented metrics make measuring success a significant challenge for start-up mobile campaigns. However, what is clearly being overlooked by potential first-time mobile marketers here, is that these problems are conquerable. This is quite simply evident by the scores of highly successful campaigns already existing around the world.

The complexities of Mobile marketing, whilst significant, are not in actuality an absolute deterrent from businesses adopting a Mobile marketing strategy. A 2010 survey shows that of the companies surveyed, 33% currently use, 24% plan to use in 2010, 13% plan to use after 2010, and 20% have no plans to use, whilst the remaining 10% were unsure. What is surprising is that one-fifth of respondents indicated they had absolutely no plans to use mobile in 2010.

So whilst the boom of the Mobile as a marketing medium suggests that its complexities are by no means a deterrent for prospective businesses, there is still some evidence to suggest that not everyone is convinced, or feels that Mobile marketing is the right strategy for them. What goes without saying, is that for those companies who have adopted Mobile marketing, and who have applied it efficiently, there has been overwhelming success resulting in a new Mobile era.

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